Display Remarketing Campaigns & The Importance of Retargeting Website Visitors
Any digital marketing agency will tell you it’s important to remember to build campaigns for each touch point of your customer’s journey. Most first-time visitors will not convert. In fact, according to clickguard.com, most users take 7 to 13+ touch points before converting. So how do you make sure you stay top of mind for these users? Well actually, it’s up to you! There’s no right way since every business is unique but something we–as the best Google Ads marketing agency–have found that works well, is a Display Remarketing campaign and display ads.
What is a display ad/campaign?
A display ad in Google Ads uses headlines and description lines like responsive search ads, but this type of ad also utilizes images to promote your company. A display campaign is simply a campaign that contains display ads. The images utilized in these campaigns must meet certain dimensions to fit in the specific places Google is allowed to advertise on websites, such as a header, footer, or the side panels. The best Google Ads marketing agencies will create images to seamlessly fit into these sections. These images can also appear as a post on social media, on mobile apps & games, and basically anywhere you see an image displayed as an advertisement online.
Now, how do we make it a display “remarketing” campaign?
Before going any further, we have a confession to make–we wrote this blog assuming you already have a GA4 account set up and connected. If you don’t have a GA4 account set up, now is the time to change that. In order to make this happen, we strongly recommend reaching out to a Google Ads consultant or digital marketing agency, especially since this will be the only option for Google Analytics as of July 1st, 2023.
Okay, so after getting that sorted, it’s time to focus on setting a display campaign’s audience targeting. Setting a display campaign’s targeting is very important; otherwise, your ads will show to a very broad audience. So, after creating your display campaign, click the audience tab and select “edit audience segment.” From here, click “browse” and then tap “how they interact with your business”. Here, you should be able to find an audience called “all users” under “website visitors” (as of June 2023). This audience is automatically created for you when you set up your GA4 account and is populated by users that have clicked on your ads or visited your website. Add this audience to your Display campaign and BAM! Now your display ads will be targeting users that have shown interest in your business through previous interactions. This allows you to stay top-of-mind, so, as users continue their search for a product/service you offer, they’ll see your display ad and be reminded of visiting your site. If they had a good experience, they’re more likely to return and eventually convert!
Last Thing, Bidding Strategy
When first building the campaign, Google will automatically set the bidding strategy as “max conversions.” However, we suggest switching it to “Viewable CPM”. Which is “cost per thousand impressions,”, which is basically the “manual CPC” of display campaigns. Just remember to click into the campaign’s ad group(s) and change the “Max CPM” to somewhere between $0.50 & $1.
By starting with this bidding strategy, you’ll get more accurate data of how your ads perform without Google doing much adjusting on their end. After running for a few days, feel free to adjust the bidding strategy to whatever you want. If you’re unsure which is best for your campaign, reach out to a Google Ads consultant or Google Ads company with any additional questions!
Display Remarketing campaigns: Get it, Got it, Good
The best Google Ads marketing agency (Reg Egg) knows Display Remarketing campaigns are a vital part of any successful Google Ads strategy. They help keep your business top of mind for first time visitors and provide a stepping stone to easily return to your website. Just remember to keep the required dimensions in mind when creating the display assets & add the “all users” audience. And just like that, you’re on your way to a more efficient and effective use of capturing high-quality traffic!